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Effect of market orientation on innovation, intellectual capital and strategic management accounting: evidence from tourism enterprises

Published Online: Jan 9, 2026

Chu Thuy ANH

Email: anhct@huit.edu.vn
Ho Chi Minh City University of Industry and Trade, Ho Chi Minh City, Vietnam

Quang Linh HUYNH

Email: linhhq@huit.edu.vn
Ho Chi Minh City University of Industry and Trade, Ho Chi Minh City, Vietnam
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Abstract:
Objectives: This study explores the impact of market orientation on innovation, intellectual capital, and strategic management accounting in tourism enterprises in Vietnam. The main objective is to analyze how market orientation, specifically customer orientation, influences the components of intellectual capital, innovation capacity, and strategic management accounting. Methods/Approach: Data collection was conducted in Ho Chi Minh City through a questionnaire survey. We received 508 responses from senior and middle managers in tourism enterprises. The survey subjects were carefully selected due to their strategic decision-making roles, ensuring the representativeness and relevance of the data. The collected data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results: Results generated confirm that market orientation has positive effects on human capital (β=0.541, p<0.01), structural capital (β=0.306, p<0.01), relational capital (β=0.409, p<0.01), and innovation capacity (β=0.471, p<0.01) which in turn positively influence strategic management accounting through the channel of impacts from human capital (β=0.309, p<0.01), structural capital (β=0.146, p<0.05), relational capital (β= 0.220, p<0.01) and innovation capacity( β= 0 .250,p < 001 ). These results deliver direct evidence that market orientation and intellectual capital play significant roles in carrying out innovations and strategic management accounting for improved managerial effectivenes. Implications: To eliminate imperfections in the use of strategic management accounting and innovation, enterprises need to enhance academic and industrial cooperation, generate specific support channels for innovation and management practices, and implement advanced management techniques while creating innovation. This will help optimize intellectual resources by increasing the effectiveness of management practices with healing for long-term economic growth in Vietnam tourism.
Keywords:
market orientation, innovation, intellectual capital, Vietnam, strategic management accounting
Pages:
178-194
JEL Classification:
L83, M21, M41
DOI:
https://doi.org/10.46656/access.2026.7.1(10)
How to cite:
Anh, C.T., Huynh, Q.L. (2026). Effect of market orientation on innovation, intellectual capital and strategic management accounting: evidence from tourism enterprises. Access to science, business, innovation in digital economy, ACCESS Press, 7(1), 178-194, https://doi.org/10.46656/access.2026.7.1(10)
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